Wikström, Anders

Everskog, A

Forsberg Wallin, A

Hyltefors, M

Larsen, S

Verganti, R

Show others and affiliations

2013 (English)Conference paper, Published paper (Refereed)

Abstract [en]

The design brief is commonly a written description of a scope for a design problem that requires some kind of visual design. The exploration of opportunities before formulating the design brief results in framing and reframing the problem to create a common shared understanding of the problem. In this paper the applicability of Storyboard, the actual making of the storyboard, and its values to the front-front end of innovation is examined. Experiments has been performed in order to test three hypotheses and validate the results, in total four experiments was performed consisting of 25 teams developing 17 concepts. The three hypotheses focus, regarding type of innovation, scope and level of ambiguity, creates understanding of the values storyboarding can add with regards to framing opportunity for innovation in the front-front end of innovation. The result shows that storyboarding contribute to a narrow focus in creating the brief. Regarding the innovation type the hypothesis could not be confirmed, but storyboarding enables a reflection on both meaning and function. There were also some indications on ambiguity in the brief, but this hypothesis was not confirmed.

Wikström, Anders

Mälardalen University, School of Innovation, Design and Engineering, Innovation and Product Realisation.

2013 (English)Doctoral thesis, comprehensive summary (Other academic)

Abstract [en]

This research proposes that design and visual thinking in combination with narrative theory contribute to enhance knowledge of innovation processes and support managers in their work. In particular, the focus is on the use of Storyboarding to support a better definition of a project’s brief. Innovation studies have shown that the initial phases of innovation processes (typically called the “front end of innovation”) are crucial for success. A proper definition of a brief, that occurs at the front of the front end, is therefore one of the most relevant events in innovation. This study investigates the early phases of innovation by developing and evaluating a new method for developing a brief.

First, an explorative approach has been used in order to develop knowledge of challenges in the front end of innovation and how design thinking, visual thinking and narratives can bring new insights in teamwork. In this explorative search the use of case studies has been employed. Then, the explorative search has focused onthe use of Storyboarding as a tool for reflection, and in particular for igniting dynamics of framing and reframing of innovation problems. Finally, in order to create a deeper knowledge in the use of storyboarding three hypotheses has been evaluated, four experiments has been conducted with the involvement of more than 60 people defining innovation briefs. In these experiments, storyboarding (visual and narrative) has been used to support “thinking” that leads to the brief. In other words, storyboarding has been seen as a process to enable innovation teams to think differently or more precisely, rather than just a tool to represent or to communicate the brief. The experiments show that using storyboarding has effects that can support innovation management. First, storyboarding is useful if management wants to “stimulate” a reflection on meaning when developing a brief, i.e. when they want an innovation team to consider both utilitarian and emotional/symbolic factors in an innovation process. Second, Storyboarding brings a narrower focus, compared to traditional written briefs, within the “area of interest” brought up by management, which sometimes may be asked for when the organization is in search for reframing the direction of innovation.